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Tools at the Shopify level solve customer problems for companies and then layer-on solutions to the merchants’ own problems (inventory, marketing, fulfillment etc)

Tools at the CommerceTools level address “large company” problems first and foremost, some of which are real and others imaginary, often to the detriment of the customer experience.

This isn’t a criticism of anyone’s technology but more of an observation of how things are very different when the customer is a billion dollar enterprise.